What's happened
Recent studies confirm health benefits from short-term alcohol abstinence, with Dry January growing in popularity. New non-alcoholic options like Harris-made Wild Eve and CBD products support wellness. However, upcoming federal THC restrictions threaten non-alcoholic beverage growth in 2026.
What's behind the headline?
The story reveals a complex landscape for alcohol and non-alcoholic beverage markets in 2026. The growth of non-alcoholic options, such as Harris's Wild Eve and CBD products, reflects a broader societal shift towards wellness and mental health awareness. However, impending federal THC restrictions threaten to stifle innovation and market expansion, potentially reversing recent gains. The emphasis on health benefits from short-term abstinence underscores a long-term trend: consumers increasingly prioritize physical and mental well-being over traditional drinking. This shift is reinforced by research showing even brief exercise or alcohol reduction can create protective health effects. The timing of these developments suggests that industry stakeholders and policymakers will need to navigate regulatory hurdles carefully to sustain growth and public health benefits.
What the papers say
Business Insider UK highlights the growth of non-alcoholic cocktails and the threat posed by upcoming THC restrictions, noting that 'drinking hit a record low in 2025.' The Scotsman discusses Wild Eve, a Scottish-made non-alcoholic spirit infused with local botanicals, emphasizing its unique qualities and health-promoting properties. The NY Post reports on Dry January's health benefits, including improved sleep and mood, and notes that research shows even a short break from alcohol can lead to lasting health improvements. Contrasting these perspectives, Business Insider UK focuses on market threats, while The Scotsman and NY Post emphasize consumer health and wellness benefits, illustrating a nuanced picture of the evolving beverage landscape.
How we got here
Dry January, initiated in the UK in 2013, encourages a month-long alcohol-free challenge. Its popularity has grown globally, supported by research showing health benefits and shifting social norms. Meanwhile, non-alcoholic drinks like Wild Eve from Harris and CBD products have gained traction as alternatives, driven by consumer interest in wellness and mental health.
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